Facilitating Social Business in Large Organizations
Transcript of #MMchat with Marcy Cohen
Monday September 10th, 2012

@TheSocialCMO: Welcome to our 111th #MarketerMonday Chat! #MMchat … I am your moderator @TheSocialCMO Thank you for joining us!

@TheSocialCMO: Three years ago, @KentHuffman made the first #MarketerMonday shoutout & every Monday since then there have been 100s #MMchat

@Sinthujaa: #MMchat hello everyone! What's the topic tonight?

@Versalytics: Good evening #MMchat

@thehealthmaven: Hello all! #mmchat

@JoeyMcColm: Time for some #MMChat with @thesocialcmo Lots to learn tonight

@TheSocialCMO: We’re pleased to be part of #MarketerMonday mix with #MMchat allowing all of us to get to know these #MM greats & discuss cool topics!

@thehealthmaven: @Versalytics hi Redge #MMchat

@DaniqueRobinson: Checking out #mmchat for the first time and tuning into #journchat

@TheSocialCMO: To learn more about #MMchat just check out our MMchat Event page on The @TheSocialCMO blog http://t.co/sxcAmrkV #MMchat

@prettypinkpro: RT @TheSocialCMO: We’re pleased to be part of #MarketerMonday mix with #MMchat allowing all of us to get to know these #MM greats & ...

@dougschorr: RT @thesocialcmo: Welcome to our 111th #MarketerMonday Chat! #MMchat … I am your moderator @TheSocialCMO Thank you for joining us!

@TheSocialCMO: To see upcoming schedule and transcripts of all previous #MMchat transcripts just check out the MMchat Master Schedule http://t.co/yPUjvkUE

@TheSocialCMO: To chat, simply use the hashtag #MMchat to be included in #MMchat transcript! You can also follow the chat at http://t.co/hxWZm6C4

@JoeyMcColm: RT @DaniqueRobinson: Checking out #mmchat for the first time and tuning into #journchat

@TheSocialCMO: Every Monday at 8:00pm est we have a SPECIAL guest on #MMchat to discuss a topic relevant to all you Social CMOs out there!

@TheSocialCMO: Our special guest for this evening's 111th #MMchat session is @MarcyCohen of @Mastercard!

@TheSocialCMO: Our #MMchat topic tonight is ‘Facilitating Social Business Adoption in Large Organizations’ & here’s a quick tweet Bio for @MarcyCohen

@TheSocialCMO: Tonight’s #MMchat SPECIAL guest is @MarcyCohen of @Mastercard #MMchat

@TheSocialCMO: Marcy is VP of Social Media and PR at @MasterCard Worldwide since March 2012 #MMchat

@Sinthujaa: RT @TheSocialCMO: Tonight’s #MMchat SPECIAL guest is @MarcyCohen of @Mastercard #MMchat

@TheSocialCMO: She’s a newbie to the payments industry having spent 11 years at @Sony Electronics #MMchat

@TheSocialCMO: At Sony she headed up social media where she launched digital campaigns like Catch the Tablet http://t.co/CZFHF26e #MMchat

@Versalytics: @thehealthmaven Hi LeAnna, good to see you. #MMchat

@MarcyCohen: Hi everyone. Thanks for having me as your Monday guest! ##MMchat

@TheSocialCMO: She’s excited about her new job at MasterCard where she oversees the company’s Social Media Conversation Suite (more on that later) #MMchat

@TheSocialCMO: She’s particularly happy lately since her 3 kids went back to school last week! #MMchat

@TheSocialCMO: So now please join me in welcoming @MarcyCohen to #MMchat! Cheers!

@SteveCassady: Welcome to the chat RT @MarcyCohen: Hi everyone. Thanks for having me as your Monday guest! ##MMchat #mmchat

@SteveCassady: RT @TheSocialCMO: She’s excited about her new job at MasterCard where she oversees the company’s Social Media Conversation Suite #mmchat

@rewarder: @marcycohen Thanks for joining us, Marcy! #mmchat

@cloudspark: listening in to #mmchat but this monday has lots of competing priorities.

@kortney_renee: . @TheSocialCMO A company w/o SM is missing out on a large amount of publicity (lots of it free!) and a lot of potential consumers #mmchat

@TheSocialCMO: To get things rolling & the conversation kickstarted I as always have a few questions for @MarcyCohen #MMchat

@brandcottage: @marcycohen Hi Marcy. Looking forward to it! #mmchat

@TheSocialCMO: And as tweetchats are meant to be interactive, do feel free to intersperse your ideas & opinions on our topic #MMchat

@Versalytics: Welcome to #mmchat "@DaniqueRobinson: Checking out #mmchat for the first time and tuning into #journchat"

@TheSocialCMO: Q1) To get us rolling Marcy, what are the 3 most important things a large company can do to facilitate social business? #MMchat

@JoeBugBuster: @MarcyCohen Hi Marcy - welcome to this auspicious 111th #MMchat!

@SteveCassady: RT @TheSocialCMO: Q1) To get us rolling Marcy, what are 3 most important things large company can do to facilitate social business? #mmchat

@GabieKur: A1) Create a cohesive voice, hire a competent community manager, & make sure your internal team is on board. Create a community. #mmchat

@JoeyMcColm: 111th #mmchat underway with @thesocialcmo and @MarcyCohen of @mastercard First time watching #mmchat very engaging!

@MarcyCohen: #2: Employee education. Create a training and dev program with goal of creating employee social media brand ambassadors. #MMchat

@MarcyCohen: @TheSocialCMO #3: Expose the conversation. Allow employees access to social media monitoring data to create vested interest. #MMchat

@TheSocialCMO: RT @JoeBugBuster: @MarcyCohen Hi Marcy - welcome to this auspicious 111th #MMchat!

@TheSocialCMO: RT @JoeyMcColm: 111th #mmchat underway with @thesocialcmo and @MarcyCohen of @mastercard First time watching #mmchat very engaging!

@SteveCassady: RT @MarcyCohen: #2: Employee ed. Create a training and dev program with goal of creating employee social media brand ambassadors. #mmchat

@SteveCassady: RT @MarcyCohen: #3: Expose the conversation. Allow employees access to social media monitoring data to create vested interest. #mmchat

@MarcyCohen: @JoeBugBuster oohhh 111. what does that mean? good? bad? #mmchat

@rewarder: @marcycohen How you found teaching everyone how to use SM tools challenging? #mmchat

@projectline: Agree with @marcycohen. To really leverage social throughout an enterprise, you need to enable the employees. #mmchat ^BJ

@ValaAfshar: @MarcyCohen sage advice - executives need to participate in the conversation. collaboration is a team sport. #mmchat

@SteveCassady: RT @GabieKur: A1) Create cohesive voice, hire competent community manager, & make sure internal team is on board. Create community #mmchat

@TheSocialCMO: Q2) What has @MasterCard done to facilitate social business of late Marcy? #MMchat

@projectline: If you're going to enable your employees via social media, you need to give them a goal to get them to pull in the same direction. #mmchat

@sam_yerks: MT @MarcyCohen @TheSocialCMO Expose the conversation,allow employees access 2 social media monitoring data to create vested interest #MMchat

@Versalytics: Enable employees to do what? @projectline @marcycohen #mmchat

@MarcyCohen: @TheSocialCMO A2: MasterCard obtained early buy in and created a cross functional team to monitor and engage in social media. #MMchat

@brandcottage: @marcycohen VERY OPEN and smart to involve employees. Not every company has this comfort level with SM. #mmchat

@JoeyMcColm: RT @ValaAfshar: @MarcyCohen sage advice - executives need to participate in the conversation. collaboration is a team sport. #mmchat

@SteveCassady: RT @TheSocialCMO: Q2) What has @MasterCard done to facilitate social business of late Marcy? #mmchat

@SteveCassady: RT @MarcyCohen: A2: MasterCard obtained early buy in and created a cross functional team to monitor and engage in social media. #mmchat

@brandcottage: RT @marcycohen: @TheSocialCMO A2: MasterCard obtained early buy in, created cross functional team to monitor engage in social media. #MMchat

@TheSocialCMO: Hey! Any new tweeps joining #MMchat for the first time just give me a #SHOUTOUT and I will follow you right back!

@MarcyCohen: A2 The team sits in new Conversation Suite http://t.co/rbOJPHf7 [photo] with customized data analysis platform to monitor and engage #MMchat

@JoeBugBuster: @MarcyCohen 111 signs pointing to good. ;-) #MMchat

@brandcottage: Wow! RT @marcycohen: A2 team sits in new Conversation Suite http://t.co/lxsRJTHw [photo] with customized data analysis platform. #MMchat

@MarcyCohen: @TheSocialCMO A2 Check out our Conversation Suite video when you have time http://t.co/r7OEoimm [video] #MMchat

@rewarder: @thesocialcmo That's some quality hosting! #MMchat

@MarcyCohen: @JoeBugBuster phew #mmchat

@thehealthmaven: @MarcyCohen social media empowers ideas that employees never had the opportunity or tools until now #MMchat

@TheSocialCMO: Q3) Who participates in @MasterCard’s cross functional social media team? #MMchat

@projectline: @marcycohen Nice setup there. #mmchat ^BJ

@brandcottage: @JoeBugBuster how's my bus buster tonight? #mmchat

@SteveCassady: Cool! RT @marcycohen: A2 team sits in new Conversation Suite http://t.co/39qh4IvZ [photo] with customized data analysis platform. #mmchat

@SteveCassady: @thehealthmaven Hi Lea! #mmchat

@LideratisSAC: @TheSocialCMO First time following the #MMchat. Interesting talk with @marcycohen re: her work at Mastercard #SHOUTOUT

@SteveCassady: RT @TheSocialCMO: Q3) Who participates in @MasterCard’s cross functional social media team? #mmchat

@thehealthmaven: @SteveCassady hi Buddy! always a pleasure to chat w/ u! #mmchat

@JoeyMcColm: Really cool! RT @MarcyCohen A2 The team sits in new Conversation Suite http://t.co/lZ89AgjZ #MMchat

@MarcyCohen: A3 The cross functional team includes reps from Comms, Digital Marketing, Product Marketing, Customer Support and Consumer Insights #MMchat

@brandcottage: GREAT conversation going on over at #mmchat with @mastercard social media @marcycohen. Don't miss it! #sm

@JoeBugBuster: @brandcottage I haven't busted any buses yet today, but I have gotten past a couple roadblocks! #mmchat

@projectline: @versalytics When you educate employees on social, they think in social terms. It can increase social across all levels of the biz. #mmchat

@DuaneDrzadinski: Newbie.nnRT @TheSocialCMO: Hey! Any new tweeps joining #MMchat for the first time just give me a #SHOUTOUT and I will follow you right back!

@TweetaGrl: Excellent! RT @MarcyCohen A2 The team sits in new Conversation Suite http://t.co/T5p5uJNz #MMchat

@DeannaLawrence: SM Heaven for @MarcyCohen New Conversation Suite http://t.co/bNjWmvak w customized data analysis platform to monitor and engage TY #MMchat

@DuaneDrzadinski: RT @thehealthmaven: @MarcyCohen social media empowers ideas that employees never had the opportunity or tools until now #MMchat

@SteveCassady: RT @MarcyCohen: A3 Cross functional team includes Comms, Digital Marketing, Product Marketing, Customer Support & Consumer Insights #mmchat

@LideratisSAC: I want one of those! "@MarcyCohen: A2 The team sits in new Conversation Suite http://t.co/TvMbYiLG [photo] #MMchat"

@AnneDGallaher: “@MarcyCohen: A2 The team sits in new Conversation Suite http://t.co/UoNSx9jj [photo] data analysis platform to monitor and engage #MMchat”

@TheSocialCMO: Q4) How is @MasterCard educating employees of all levels of comfort with social media Marcy? #MMchat

@AnneDGallaher: “@MarcyCohen: A3 cross functional team includes Comms, Digital Marketing, Product Marketing, Customer Support & Consumer Insights #MMchat”

@LizdeCastro: RT @MarcyCohen: A3 cross functional team includes Comms, Digital Marketing, Product Marketing, Customer Support, Consumer Insights #MMchat

@AnneDGallaher: “@projectline: If you're going to enable your employees via social media...give them a goal to get them to pull in same direction. #mmchat”

@SteveCassady: RT @TheSocialCMO: Q4) How is @MasterCard educating employees of all levels of comfort with social media Marcy? #mmchat

@LideratisSAC: @MarcyCohen How did you break down the silos between these areas? How did you get buy-in across the departments? #MMchat

@TweetaGrl: Agreed @versalytics Educating employees on social is important! #mmchat

@sam_yerks: #hopeyourewell :) @MarcyCohen @wardnv @rkaufman90 MT @TheSocialCMO Who is part of @MasterCard’s crossfunctional social media team? #MMchat

@MarcyCohen: @TheSocialCMO We hold #socialjam sessions for employees where we invite guests (@AmyJoMartin @JamesGross) tontackle various topics. #MMChat

@thehealthmaven: When employees can use their own voice to uphold a company mission it is extremely motivating #mmchat

@MarcyCohen: @TheSocialCMO A4 #SocialJam topics have included: Facebook primer, storytelling through social media, content curation,netc #MMchat

@TweetaGrl: RT @thehealthmaven social media empowers ideas that employees never had the opportunity or tools until now #MMchat

@projectline: Is there a department you've run into who is more resistant to social media than others? #mmchat ^BJ

@TheSocialCMO: @DuaneDrzadinski Following you now Duane! Cheers! #MMchat

@TweetaGrl: RT @thehealthmaven: When employees can use their own voice to uphold a company mission it is extremely motivating #mmchat

@rewarder: @thehealthmaven Great point- that's always nice to see. #mmchat

@TheSocialCMO: Q5) How should companies tap in to their employees to be social brand ambassadors Marcy? #MMchat

@MarcyCohen: A5 Step 1: develop guidelines that jive with company culture. We encourage employees to share (approved) content about @MasterCard. #MMChat

@ValaAfshar: In a social business, collaboration includes recognition of social employees - trust, train, empower and reward. #mmchat

@MarcyCohen: @TheSocialCMO A5: Many companies publish their employee guidelines http://t.co/03NBSI19 #MMchat

@TweetaGrl: So glad I tuned in tonight at #MMchat very engaging!

@SteveCassady: Yes it is! RT @thehealthmaven: When employees can use their own voice to uphold a company mission it is extremely motivating #mmchat

@TheSocialCMO: Q6) Any focused ideas on how to tap into millennial employees to facilitate social business? #MMchat

@rewarder: @marcycohen Are Mastercard employees allowed to talk about the brand on social, w/o approval of message? #mmchat

@SteveCassady: RT @TheSocialCMO: Q6) Any focused ideas on how to tap into millennial employees to facilitate social business? #mmchat

@MarcyCohen: @projectline legal is usually more resistant but give them enough lead time and find a lawyer who understands the social space. #mmchat

@projectline: @thesocialcmo You need to take a cue from what is popular. Photos. Create visual games that promote the company. #mmchat ^BJ

@brandcottage: This-->RT @thehealthmaven: When employees can use their own voice to uphold a company mission it is extremely motivating #mmchat

@MarcyCohen: @TheSocialCMO A6:@MasterCard we have a business resource group called YoPros who we partner with to infuse social media thru the co. #MMChat

@TheSocialCMO: RT @TweetaGrl: So glad I tuned in tonight at #MMchat very engaging!

@TheSocialCMO: RT @ValaAfshar: In a social business, collaboration includes recognition of social employees - trust, train, empower and reward. #mmchat

@TheSocialCMO: @MarcyCohen We love @AmyJoMartin She will be making a return visit to #MMchat on October 8th! Cheers! @JamesGross

@MarcyCohen: @TheSocialCMO A6: Includes #socialjam, lunch n learns and blog contributions (check out cashless generation http://t.co/O6Ns25k0) . #MMChat

@InfoSara: RT @ValaAfshar: In a social business, collaboration includes recognition of social employees - trust, train, empower and reward. #mmchat

@SteveCassady: RT @ValaAfshar: In a social business, collaboration includes recognition of social employees - trust, train, empower and reward. #mmchat

@ThomasB_lll: RT @ValaAfshar: In a social business, collaboration includes recognition of social employees - trust, train, empower and reward. #mmchat

@nikkivandusen: @thesocialcmo 6a) Have reasonable guidelines b) Educate c) Give them millenials the freedom to participate w/in those guidelines. #MMchat

@MarcyCohen: @TweetaGrl So glad you like! #mmchat

@MarcyCohen: @TheSocialCMO @AmyJoMartin @James_Gross yup! both are winners! #mmchat

@ValaAfshar: Social collaboration requires business gardeners - plan the seed of inclusiveness, give it air, light, nourishment. #mmchat

@ValaAfshar: Social collaboration requires business gardeners - plant the seed of inclusiveness, give it air, light, nourishment. #mmchat

@TheSocialCMO: Q7) What internal social media tools do you recommend for social business Marcy? #MMchat

@dev_null69: RT @GlenGilmore: How to Rock Twitter http://t.co/I5ihGuSU #Twitter #mmchat #smchat by @heidicohen RT @mktg4smbiz

@nancyrubin: RT @ValaAfshar: Social collaboration requires business gardeners - plant the seed of inclusiveness, give it air, light, nourishment. #mmchat

@SteveCassady: RT @TheSocialCMO: Q7) What internal social media tools do you recommend for social business Marcy? #mmchat

@TheSocialCMO: RT @MarcyCohen: @TheSocialCMO @AmyJoMartin @James_Gross yup! both are winners! #mmchat

@Versalytics: Wow! @DeannaLawrence @MarcyCohen #MMchat

@MarcyCohen: @rewarder if the content/announcement is public and they share without opinion AND divulge their affiliation to @MasterCard then yes #mmchat

@MarcyCohen: A7: #Sharepoint has great social features. I have also seen the power of #Yammer 1st hand in getting employees to collaborate. #MMChat

@TheSocialCMO: Q8) Marcy, do you think the C-Suite should be utilizing social tools to communicate both internally and externally? #MMchat

@rewarder: @marcycohen Interesting. It must be difficult to monitor all that's said. #mmchat

@MarcyCohen: A8: C-Suite should use social tools if natural fit. If not, education and hands on exploration are necessary but don’t force it. #MMChat

@MarcyCohen: @rewarder not difficult in the conversation suite! #mmchat

@MarcyCohen: @DeannaLawrence love that! Social media heaven! #mmchat

@ValaAfshar: If company executives are not collaborating both internally and externally, then you're not a truly social business. #mmchat

@JenLupoReese: RT @TheSocialCMO: Q7) What internal social media tools do you recommend for social business Marcy? #MMchat

@TheSocialCMO: We'll now open up #MMchat for your questions! @MarcyCohen will answer as many as she can in the time remaining! Cheers! #MMchat

@ValaAfshar: A transparent company culture with ethos of co-creation is not limited to internal social collaboration. #socbiz #mmchat

@LisaYallamas: RT @ValaAfshar: Social collaboration requires business gardeners - plant the seed of inclusiveness, give it air, light, nourishment. #mmchat

@ValaAfshar: Leadership is example. C-suite must share their beliefs and core values with employees and customers. #socbiz #mmchat

@MarcyCohen: @TheSocialCMO Let's do the Qs so we can all get back to #MNF and #USOpen! #MMChat

@Versalytics: Only on collections - one on one, lol. @ValaAfshar #mmchat

@rewarder: @thesocialcmo @MarcyCohen Do you have any say in the Mastercard commercials? #mmchat #priceless

@TheSocialCMO: @MarcyCohen Hahaha! 7 minutes left.... There's always multitasking! Cheers! #MMchat

@MarcyCohen: @rewarder @thesocialcmo we do monitor #priceless conversation & feed that back to the marketing team so in a sense we do have a say #MMchat

@MarcyCohen: @TheSocialCMO no TV multitasking tonight in the conversation suite. #MMchat http://t.co/MztxLL4V

@rewarder: @marcycohen @TheSocialCMO Very cool! So there's a chance the next #priceless commercial idea could come from a random tweet? #MMchat

@rkaufman90: RT @MarcyCohen: @TheSocialCMO no TV multitasking tonight in the conversation suite. #MMchat http://t.co/MztxLL4V

@MarcyCohen: @rewarder @TheSocialCMO You never know! #MMChat

@JeffPuklin: MT @MarcyCohen: @rewarder we do monitor #priceless convos & feed that back to the marketing team so in a sense we do have a say #MMchat

@Versalytics: I loved the discussion but not sure I trust the intentions of financial institutions like banks & credit card companies. #MMchat

@TheSocialCMO: Thanks for joining! Your participation & feedback was GREAT! An extra SPECIAL thanks to @MarcyCohen for joining us! #MMchat

@rewarder: @thesocialcmo @MarcyCohen Thanks for the fun #mmchat guys! See you next week :)

@Versalytics: I have to wonder how many companies use SM for consumer pulse and damage control in the guise of "helping" / serving. #mmchat

@TheSocialCMO: Next week’s 112th #MMchat guest is @TamiCann of @IBM & our topic ‘ Juicing Your Conversion Rates With Ad-Retargeting’ Cheers!

@TheSocialCMO: Follow @TheSocialCMO to stay updated on all things #MMchat including upcoming SPECIAL guests, transcripts and more! #MMchat

@TheSocialCMO: The transcript for tonight’s #MMchat will be posted in the next 24 hours on @TheSocialCMO blog http://t.co/3WlcIqQM #MMchat

@MarcyCohen: @TheSocialCMO Thanks Jeff and to everyone who tuned in. Have a good night! #MMchat

@TheSocialCMO: Bookmark & visit our #MMchat Master Schedule to keep up on upcoming guests & review our 110 transcripts to date! http://t.co/yPUjvkUE

@TheSocialCMO: Thanks everyone! Have a GREAT night and hope to see you all next week on our 112th #MMchat ! =)

@TheSocialCMO: And of course it’s ALL of you the #MMchat tweeps that make #MMchat the special time it is !!

@sam_yerks: @MarcyCohen Great job with the #mmchat! Great to see #MasterCard's conversation suite in the spotlight :)

@TheSocialCMO: Last but not least, please remember #MMchat makes Mondays MARVELOUS!! Nite all!! Cheers!!

@HCWHotFlash: Did I miss #mmchat? Darn I wanted to see what it was all about #mmchat

@TheSocialCMO: RT @sam_yerks: @MarcyCohen Great job with the #mmchat! Great to see #MasterCard's conversation suite in the spotlight :)

@TheSocialCMO: @rewarder @MarcyCohen Hahaha thats what I said before! @MarcyChoen as our SPECIAL guest on #MMchat #PRICELESS!

@TheSocialCMO: @rewarder @MarcyCohen Hahaha thats what I said before! @MarcyCohen as our SPECIAL guest on #MMchat #PRICELESS!

@rewarder: @thesocialcmo #Priceless MasterCard insight from @MarcyCohen! #MMchat

@TheSocialCMO: RT @rewarder: @thesocialcmo #Priceless MasterCard insight from @MarcyCohen! #MMchat